The STM Mobile Landscape

Transcription

1 The STM Mobile Landscape June 14, 2010 Heather Ruland Staines, Ph.D. Global eproduct Manager, SpringerLink and eoperations

2 Mobile Internet usage grows more rapidly than desktop Internet 2

3 The mobile Internet boom is driven by smartphones 3

4 4 Smartphone OS shipments, Q1, 2010 Source: Gartner research, Q1 2010

5 Visits 5 SpringerLink visits by smart phone OS (Nov 2008 Mar 2010) BlackBerry Android iphone/ipod Symbian

6 If you build it, they will come! 6

7 What we talk about when we talk about mobile : 7

8 But mobile users still account for only 0.5% of total traffic on SpringerLink 8

9 9 Mobile strategy questions What are the goals of our mobile strategy? Commercial vs. promotional Original content vs. repurposed What platforms to support? iphone BlackBerry Android Symbian What business models? Are all books apps? Apps per product? Free marketing vs. commercial product?

10 10 Not all mobile devices are equal Kindle DX Symbian BlackBerry Sony ereader iphone Android Kindle 2

11 11 And what do we do with THIS thing? Put apps on it? Same as iphone apps? Redesign our site for Safari? Sell books on it? Support IP-authentication? How? Reality Check: Months to sell 2 million units Kindle ipad 2 24

12 Come see IP authenticated ipad access in our new booth! 12

13 13 "In 65 days users have downloaded 5 million books, 2.5 per ipad. --Steve Jobs, June 7, 2010

14 14

15 15

16 16

17 17 Springer s Mobile Strategy 1. Take OS-independent steps Create mobile-optimized versions of all sites Eg: m.springerlink.com 2. Focus on iphone platform Discovery/alerting apps for free Paid iphone apps where we add value E.g.: Cardiac CT, SpringerImages, Video Bytes Support other platforms as demand rises, developer market commoditizes 3. Distribute content through as many channels as customers want: Books via Kindle store, ibookstore EPUB version for subscribers Possibly journals as well

18 18 Institutional sales = SpringerLink, Retail sales = partners ebook Chapter SL without DRM Libraries Whole ebook Partners with DRM End users

19 19 SpringerLink on your computer SpringerLink on your smartphone Search for: GO 1. Journals 2. Books 3. Book series 4. Reference works 5. Protocols Browse by subject

20 Cardiac CT: 20

21 21 Apps Filter your search Go + Subject Source Publication Color & B/W All image types Provider Author Keyword Caption Smear of medulloblastoma showing hypercellularity, Year from Year to Home Favorites Search My Account

22 22 Video Bytes: Will allow medical professionals to view video interviews with opinion leaders on a wide variety of topics from epidemiology to injection procedures to patient case studies. The app also supplies a quiz at the end to reinforce the information provided in the interviews.

23 23 Springer Healthcare Apps: Oncology Dictionary Cancer Image Collection

24 24 More Springer Medical Apps: Mobile Browser Medwire Primal Pictures App

25 American Joint Committee on Cancer: Cancer Staging Atlas 25

26 26 Springer distribution via Kindle Springer already has 20,000 titles available via the Kindle

27 What else is happening? 27

28 ID/password-based access is also an option for individuals who subscribe to ACS journals as part of their ACS member benefits package. 28 ACS Mobile: Up-to-the minute access to new ACS ASAP Articles, across 38 journals Delivery of an indexed list of more than 35,000 research articles A "Latest News" feed from Chemical & Engineering News Online. Interface to full-text article access (via wireless or Virtual Private Networks) for users at institutions that subscribe to ACS Journals. ID/password-based access is also an option for individuals who subscribe to ACS journals as part of their ACS member benefits package. Sharing of links and snippets via , Facebook, and Twitter.

29 29 IEEE: 2 current mobile offerings IEEE Xplore A mobile platform optimized for iphone and Blackberry Not the full Xplore experience but a modest first step Users can search the 2.6 million IEEE Xplore articles, read the abstract and the full text pdf link to their desktop Upgrade launching on June 14 to include 9 search facets allowing users to narrow their search results Next steps developing more feature-rich iphone and Blackerry apps in conjunction with Endeca Technologies

30 30 IEEE: The National Electric Safety Code (NESC) The NESC is a U.S. Standard used by field engineers Available for Blackberry and iphone users as an application on the isilo platform. Next step: Will release the NESC as an iphone app available in the iphone app store.

31 AIP: iresearch 31 Downloaded 2500X In 3 months!

32 32 Nature.com Mobile Apps: iphone app launched in February 2010 Has performed well Free to download Requires free nature.com account to use Content is paid for (from June) Personal subscriptions include mobile access Will be experimenting with access control mechanisms and business models ipad app in development

33 33 EBSCOhost Mobile EBSCOhost designed for usability on small devices Optimized for SmartPhones (iphone, Blackberry, Treo, etc.) Focused on core searching and viewing functions Now available on ALL EBSCOhost databases No additional charge

34 34 OCLC Goal: Deliver the full capacity of library and cultural heritage Institutions to the widest possible audiences at their AT&T 3G 11:07 PM 74 % point of need. Keys Factors: Library and Member Engagement Understanding of Target Audiences Data Accuracy and Access WorldCat Holdings WorldCat Institution Registry WorldCat APIs Adaptable and Optimized Web Interfaces Point of Need Partnerships Ability to Experiment and Learn

35 OCLC Mobile Application Partners: 35

36 And More! 36

37 37 The segmented landscape for multi-channel delivery: Platforms: Mobile Browser Software Development Kits (for building apps) Mobile Operating Systems Devices

38 38 Browser-based/Web Apps? Native Apps?

39 39 Where does the library fit? San Jose Mercury News, May 19, 2010: One chapter is closing -- and another is opening -- as Stanford University moves toward the creation of its first "bookless library. June 7, 2010 Cal State L.A. students want to study past 8 p.m. Students create a makeshift study site during finals week in response to early library closing times. OSU book winnowing opposed Wednesday, May 13, :05 AM A great university needs a great library -- and Ohio State University can't have a great library if it continues to dump hundreds of thousands of books and journals, a group of protesters said yesterday.

40 Why is mobile so important to libraries? 40

41 41 Challenges*: Content Management: Multiple copies or support for multiple devices can require time and resources Knowledge Barriers: Integration with external platforms requires staff time and technical proficiency. Assessment: Usability testing and web analytics is more challenging for content accessed outside the library website. * Discovery and Integration of Library Services and Collections Beyond the Library Website Tito Sierra, NCSU Libraries, CNI Fall 2008 Task Force Meeting, December 9, 2009

42 42 More Challenges? Bandwidth: An increase in downloads from IP-authenticated mobile devices could overwhelm library/university systems Data security: Library/corporate policy on data security and privacy regarding content downloaded to portable devices should be clear Business as usual: Most current apps are intended to work on a business to consumer basis, while most publisher business models provide access via the institution

43 Still Libraries are Going Mobile! 43 Friday, October 24, 2008 More federal workers going mobile University library goes mobile with site launch Daily Illini Staff Report Posted: March 31st, :08 AM

44 And More! 44

45 45 And More! Reserved for Your Library Coming Soon!

46 46 Special Thanks to: Howard Ratner, Nature Gerry Grenier, IEEE Melissa Blaney, ACS Paul DeCillis, AIP Oliver Pesch, Ebsco Jeffrey Penka and Matt Goldner, OCLC Thank you!